The Communist Party's propaganda chief has unveiled a new plan for the broad realisation and promotion of the "Chinese dream" abroad, a campaign championed by party general secretary Xi Jinping.
In a lengthy People's Daily article, Liu Qibao called for more resources to be directed towards sharing the idea of the Chinese dream in the media.
"We should take a proactive approach to spreading and interpreting the Chinese dream, to help the international community better understand it," he said.
The Chinese dream campaign, which has been a personal project of Xi since he took the top party post in November, discusses the revitalisation of the nation and sets out an inclusive model of development for shared prosperity at home and peaceful coexistence internationally.
Liu, a Politburo member, described Xi's Chinese dream as an extension of "socialism with Chinese characteristics" - a reference to the policy of reform and opening-up, while maintaining one-party rule, which was put in place by Deng Xiaoping in the late 1970s.
Liu has praised concepts identified with the last two party chiefs, Jiang Zemin and Hu Jintao . Hu's calls for a "harmonious society" came amid rising social tensions and the depletion of resources in the name of economic development.
The party has been heavily promoting the Chinese dream since November, with various campaigns launched at schools and civil service departments.
On a news portal affiliated with People's Daily, an online commentary said the Chinese dream was "completely different" from and superior to the concept of the "American dream".
But during Xi's meeting with the US President in California last month, Xi told Barack Obama that the "Chinese dream is connected to the American dream".
Beijing Foreign Studies University associate professor Qiao Mu said the concept of the American dream had had such far-reaching appeal because it celebrated individualism and a set of universal values.
"In contrast, Xi's Chinese dream lacks that universal appeal by focusing too much on a national rise via economic development," Qiao said.
Xi's new publicity campaign moves further away from the hardcore ideological approach used previously by the party, a bid to reach a broader audience said Qiao.
Hu Xingdou, who teaches economics at the Beijing Institute of Technology, said Xi had followed a ritual among top party leaders of trying to leave an ideological legacy. But Xi's Chinese dream concept had come noticeably earlier in his tenure, perhaps indicating a sense of anxiety over his grip on power, Hu said.